Weet-Bix tops trusted brands a fifth time

Media Release: Thursday 25th May, 2017

Consumers have declared Australia's iconic breakfast choice, Sanitarium Weet-Bix™, favourite of the cereal aisle once again after voting it Most Trusted Breakfast Food in the 2017 Reader's Digest Most Trusted Brands survey.

Weet-Bix™, a household staple for thousands of families across Australia every day, was pitched against six other leading products, ranking top in a nationwide survey of over 2,400 participants conducted by Roy Morgan Research. It is the fifth consecutive year that the 100% Australian owned brand has won the highly coveted title.

Sanitarium’s Executive General Manager Todd Saunders said the award recognises that the distinctive ‘blue box’ is one of the most identifiable and trusted products on supermarket shelves, found in almost half of Australian homes at any given time.

“For nearly 90 years generations of Aussies have been raised on Sanitarium Weet-Bix, a firm favourite amongst Australian families,” he said. “From toddlers to octogenarians, it’s terrific choice for millions of health-conscious consumers wanting a healthy start to the day.”

With its delicious malty flavour and packed with goodness, Weet-Bix is 97% wholegrain and provides a great source of iron and B vitamins. As part of a balanced diet, the breakfast cereal is a natural source of fibre, is low in sugar and contains essential vitamins and minerals. 

Accredited Practising Dietitian for Sanitarium Michelle Reid said that consumers were rightly confident about Weet-Bix as a wholesome breakfast choice.

“Consumers are becoming increasingly health-conscious, yet there are so many confusing messages out there around the nutritional value of food,” she said. “It’s great to see that Weet-Bix, with its Health Star Rating of 5, remains a standout favourite and continues to stand the test of time.”

For almost 120 years, Sanitarium has been guided by a mission to make a positive impact on community health, backed by a philosophy of creating truly nourishing food.

Demonstrating an unwavering commitment to three key principles concerning food - healthy, affordable and accessible - Sanitarium has kept the original Weet-Bix formula largely intact. Over the years, regulations saw Australian cereals fortified with folate, iron and vitamins, but otherwise Weet-Bix offers much the same size, texture, taste and nutrition profile that it always has.

Sanitarium Weet-Bix is also proud of the role it continues to play in Australian history, including sending product to the diggers during World War II, supporting local sporting stars such as Tim Cahill and Stephanie Gilmore, inspiring thousands of Aussie kids to get active through the Sanitarium Weet-Bix Kids TRYathlon series and Sanitarium Weet-Bix Little BIG DASH and raising a nation through the Good Start Breakfast Club.

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